Importance: [rating=2]
Recommended link: Google's preview of new mobile ad extensions
Google has responded to changes in users' searching behaviour as more people look for local services using their smartphones. In the introduction to this new feature, Google gives the example of changes in search behaviour...
"Google search interest in "near me" has doubled since last year,1 with 80% coming from mobile".
Google's research shows that in these 'moments', consumers have heightened expectations for immediacy and relevance — 4 out of 5 say they want search ads to be customized to their city, zip code or immediate surroundings.
The new ads shows three or four different businesses for location-related searches like “nearby auto repair.” As the example below shows, each ad unit will feature click-to-call and directions which can be easily followed-up on, for example by calling your business or visiting your store.
This feature is just one examples of extensions which are described in detail in our Google AdWords guide. Google uses Accor hotels to show how use of extensions can give significant benefits - in this case study Accord gained a 14% increase in incremental revenue by using extensions.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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